Fjellsider from L/L Voss Fellesbryggeri is a new cider brand in the Norwegian grocery stores. The new cider is an alternative to the dominating standard kind, based on apple wine.
The new cider series is dry and fresh, not based on apple wine, but made from scratch with only local Norwegian ingredients, with no added sugar. The fresh and natural ingredients and the product’s local heritage is reflected in the concept. It's playful, informal and expresses craftmanship and the local traditions of the brewery's hometown Voss in Western Norway.
The name Fjellsider (translates both as Mountain cider and Mountainsides) was suiting in many ways. The ingredients come from Western Norway, where the scenery is known for its many fjords and mountains. A large part of the project was research – finding a way to express Voss and Western Norway.
“Unmistakable Voss tradition” may stand as a guiding principle for the visual development. We used acetone printing as a transfer technique for making photo collages that look worn and weathered - in fresh but natural, fruity colours.
The artwork depicts landscapes from Western Norway, with elements related to the particular flavour of the cider in question, as well as the origin of the ingredients included. And there is always a sheep integrated in the landscapes, either paragliding above the landscape or standing on top of a caravan (Voss is known for its extreme sports culture).
The local Voss sheep is part of the brewery's identity and vocabulary. One of their slogans says something about their brewing tradition going way back - in the typical dry, understated Voss humour. It translates as “Voss citizens have brewed beer since right after the first sheep was born.”